https://tbri.com/wp-content/uploads/2026/09/midmarket_getty-images_canva-pro.png
1350
1080
Jill Cookinham, Research Analyst
https://tbri.com/wp-content/uploads/2021/09/TBR-Insight-Center-Logo.png
Jill Cookinham, Research Analyst2026-09-25 12:03:322026-09-25 12:03:32The Midmarket Opportunity: Which GSIs Can — and Should — Pursue It?You are here: Home1 / Competitive Insights – Analyst Perspectives – TBR2 / Competitive Insights and Analyses Blog
https://tbri.com/wp-content/uploads/2026/09/midmarket_getty-images_canva-pro.png
1350
1080
Jill Cookinham, Research Analyst
https://tbri.com/wp-content/uploads/2021/09/TBR-Insight-Center-Logo.png
Jill Cookinham, Research Analyst2026-09-25 12:03:322026-09-25 12:03:32The Midmarket Opportunity: Which GSIs Can — and Should — Pursue It?
The Time to Start Building Your Multiparty Alliance is Now
Every software and technology company should be building multiparty alliances through codeveloped solutions supported by joined-at-the-hip sales teams. Additionally, executives should be thinking about, planning for, acting on and beginning to deliver around outcome-based pricing.

Convergence Takes Center Stage as U.S. Telecom Operators Pursue the Next Phase of Growth
The U.S. telecom market is entering a new phase in which convergence, broadband scale, and higher-value connectivity services such as AI infrastructure connectivity are becoming increasingly important competitive differentiators.

A Winning Strategy in IT Services and Consulting
We have voluminous data at TBR, 30-plus years of data and analysis on the largest and leading companies across the technology stack, from McKinsey & Co. to Wipro, from Amazon Web Services to Verizon. Because we publish data and analysis quarterly, looking back one year and forward two to five years, we don’t often take the longitudinal view. Looking at our research since October 2021 (18 months after the start of the pandemic) to today, what can we say about the strategies, business models and investments that have separated leaders from laggards, particularly in the IT services and consulting space?

AI-wrapped IT Modernization Opportunities Will Serve as Both Marketing and Revenue-generating Engines as Infosys Builds Verticalized Use Cases Tied to Outcomes to Expand AI Revenue Share
Infosys’ opportunity is not simply to sell more AI tools but also to use AI as the reason clients modernize applications, clean data, rethink workflows and consolidate vendors. That positioning matters because buyers remain practical: They want productivity, measurable outcomes and lower operating complexity, not another layer of technology hype.

The Paradox of AI Infrastructure: Hyperscalers’ Ambition Collides With the Power Grid and What This Means for Telcos
The AI infrastructure supercycle is entering a new phase. The central question is no longer whether hyperscalers have the capital or appetite to build AI infrastructure but whether the power grid can support what they intend to build.
Canva ProHidden Costs of AI Market Intelligence
The enterprises that succeed will not be those that provide unrestricted AI access to every employee. The winners will build trusted intelligence architectures enabled with proprietary, non-public data and analysis that prevent organizations from paying thousands of times for the same expensive thought. The future of enterprise AI is not simply broader access. It is governed intelligence aligned to enterprise strategy, with CFO approved efficiency. And increasingly, that efficiency may prove more valuable than the AI models themselves.

The Race for Digital Sovereignty: How 4 IT Services Leaders Are Positioned
TBR Fourcast is a quarterly blog series examining and comparing the performance, strategies and industry standing of four IT services companies. The series also highlights standouts and laggards according to TBR’s quarterly revenue projections as well as its geographic and segment estimates. With discussions about sovereignty in Europe only becoming louder, TBR thinks it is worthwhile to examine Atos Group, CGI, Fujitsu and Kyndryl. Our intent is to shine light on these similarly sized companies that have a strong presence in Europe and/or a strong presence in ITO and consulting and to discuss where each company’s opportunity lies.
Getty Images via Canva ProTelecom Infrastructure Services Market Expected to Become More Dependent on Hyperscalers and Fiber Technology Deployments
TBR research shows hyperscaler investment across multiple network domains will intensify through the forecast period, both to support cloud and AI as well as for general connectivity, driving TIS spend growth for this customer segment
Our most-read analysis, free in your inbox each week!
Fill out the form to the right to subscribe to Insights Flight today

Trade Wars and the Professional Services Fallout: Talent, Growth and Operational Models in Flux
/by Patrick Heffernan, Practice Manager and Principal AnalystTrade wars and tariff uncertainties conjure up visions of cargo ships, ports, factories and stacks of goods stranded by economic chaos, not consultants and IT services professionals. Fear, uncertainty and doubt are usually good for the consulting business, while the higher costs of running a business fuel demand for more outsourcing. This time, things might be different. This trade war, even if partially suspended for now, may significantly disrupt professional services, especially if tariffs continue creeping into new areas and the trust deficit continues to grow. Steel now, services later.
Infosys, Cognizant, TCS and Wipro ITS Double Down on Competitive Pricing Strategy While Trying to Enhance Client EngagementÂ
/by Jill Cookinham, Research AnalystThis quarter, TBR Fourcast looks at four India-centric vendors — Infosys, Cognizant, Wipro IT Services (ITS) and Tata Consultancy Services (TCS) — and analyzes how investments in portfolios, training and innovation are positioning them for growth.
5 Key Questions on Big Four Evolution and Strategy
/by Patrick Heffernan, Practice Manager and Principal AnalystThe Big Four professional services firms — Deloitte, EY, KPMG and PwC — have all been undergoing organizational changes in the last couple years. TBR regularly hears five questions about how these firms manage themselves, grow and change. Taking a longitudinal view allows TBR to see that recent restructurings, layoffs and offerings all reflect how these firms are trying to address the following: who gets the best talent, who decides what’s next, who sells, how everyone in a firm knows what everyone else does, and what role will managed services play.
DOGE Federal IT Vendor Impact Series: Accenture Federal Services
/by John Caucis, Senior AnalystThe full impact of the 10 canceled task orders on Accenture Federal Services (AFS) remains unclear, but TBR’s secondary research indicates the terminated work has a total contract value of nearly $93 million, including a $35 million order from DOE’s CIO office and a $2 million order for geospatial services. If we assume all $93 million worth of orders was booked by AFS as the prime awardee, that sum would represent just under 2% of AFS’ estimated FY24 revenue of $5.4 billion.
DOGE Federal IT Vendor Impact Series: SAIC
/by John Caucis, Senior AnalystTBR was surprised by SAIC’s FY26 (CY25) outlook, which was consistent with CEO Toni Townes-Whitley’s comment during the company’s 4Q24 earnings call that SAIC’s “current revenue with agencies under particular scrutiny by DOGE is immaterial.” In fact, SAIC elevated several elements of its FY26 guidance in 4Q24.
Google Recognizes Critical Role of Security, and Its Standing in the Cloud Market, in Acquisition of Wiz
/by Catie Merrill, Senior AnalystWith the business environment changing and cybersecurity perhaps more relevant than ever, Google saw an opportunity to repursue the Wiz acquisition, and a $32 billion offer, marking a major uptick in valuation, was simply too good for Wiz to ignore. Should the deal close in 2026 as expected, Wiz — with roughly 1,800 employees and ties to half the Fortune 500 — will join the Google Cloud division, offering synergies with Mandiant, an added layer of protection for the Google Security Operations platform, and the potential to help Google Cloud formalize cybersecurity as an agentic AI use case.
Hardware-centric Vendors Continue to Make Their Move Into Software
/by Catie Merrill, Senior AnalystThough revenue mixes are increasingly shifting in favor of software, driven in part by acquisitions (e.g., Cisco’s purchase of Splunk), hardware continues to dominate the market, accounting for 80% of benchmarked vendor revenue in 3Q24. Industry-standard servers being sold to cloud and GPU “as a Service” providers are overwhelmingly fueling market growth, more than offsetting unfavorable cyclical demand weakness in the storage and networking markets.
PwC Middle East Experts Weigh In on Economic Trends and Transaction Activity
/by Patrick Heffernan, Practice Manager and Principal AnalystPwC Middle East’s webcast provides excellent monthly insights into the region’s economies, but it is not the only active Big Four firm. As TBR reported in our Fall 2024 Management Consulting Benchmark, KPMG “announced the opening of Risk Hub in the United Arab Emirates (UAE) in collaboration with Microsoft and IBM, paving the way for more in-person, tech-enabled GRC [governance, risk and compliance] discussions with regional clients embarking on their digital transformation programs.” TBR also learned in February that KPMG intends to open a new Ignition Center in Riyadh, Saudi Arabia, in 2025, building on the firm’s global network of innovation and transformation centers.
Deployment Services in Telecom Face Post-5G Slowdown, Shifting Market Dynamics and Growth in Fiber Expansion
/by Michael Soper, Senior AnalystThe deployment services market faces growing headwinds, including communication service provider (CSP) consolidation, open vRAN’s lower installation costs, and reduced demand for site location and construction (SL&C), offset somewhat by hyperscaler spend and 5G rollouts in select developing markets. Hyperscaler investments provide incremental volume to the market, and TBR notes these companies are increasing their investments in access technologies (e.g., Google Fiber).Â
TBR Case Study: Price Benchmarking
/by TBRExplore this competitive pricing example from TBR’s Tailored Services team, which helped this global Top 3 hardware OEM capitalize on their investment in pricing research.